Phil Miles from Google, Using Google Search as a Brand Communication Tool

The Internet allows consumers to express their views of a brand thereby helping create that brand. Search or a brand name on Google and the results provide what the brand is saying and what commentary there is about the brand.

So there 8 ways to build a brand via Google.

Search and Purchase Funnel

Test Strategy

Amplify Other Media

Creative Development

Owning Brand Territory

Crisis Management

Engage Emotionally

Creating Communities

That’s probably not much use to you but it was a fascinating presentation